Ride out the recession with e-mail

Share this content:
John Rizzi
John Rizzi

Are we or aren't we in a recession? Econo­mists and politicians continue to trade opinions, but at a minimum, businesses know they are facing a serious economic slump. Cost-cutting is inevitable and, conventionally, the first cuts have been made in marketing. But with the proven profitability of e-mail marketing, many feel that in this case that convention will be broken.

E-mail as a marketing channel offers a distinct set of competitive advantages, not unlike the advantages businesses seek in an economic downturn.

First and foremost is accountability. E-mail is the most measurable of all marketing channels, able to justify any investment with hard revenue and profits generated — in fact, nearly 50 times revenue for every dollar spent. E-mail is also the most reliable channel, as the results generally deliver an immediate return on investment.

Second is e-mail's ability to help you protect your most valuable asset in a down economy: loyal customers. As a channel, e-mail offers dramatic technical advantages that enable marketers to send highly targeted and rel­evant messages. You can craft campaigns that are focused on your highest value customers, with content and offers that will keep them coming back for more. And unlike televi­sion and print, e-mail marketing offers more cost-effective opportunities to surprise and delight your customers, while at the same time generating a quick sale or two.

When it comes to low-cost, high-reward marketing channels, e-mail has no rival. In fact, your goal should be to drive as much of your customer communications to e-mail as possible, no matter what state the economy is in. E-mail gives you the ability to moni­tor customer interactions in real time and respond quickly to a need or customer con­cern. It is the ideal device for driving online revenue, managing loyalty programs, admin­istering fast customer service, and more.

Remember, e-mail is a permission-based medium. Marketers who “batch and blast” their customers with generic buy-it-now mes­sages will certainly get results, but it is the marketers who send the smartest and most relevant e-mail that will reap the greatest reward: loyal, long-term customer relation­ships. And, if we are indeed in a recession, your most important asset will be the endur­ing value of that customer loyalty.



Next Article in Marketing Strategy

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above